The purpose of this study was to create an understanding of the importance of digital tools in B2B (Business-to-Business) operations and how the new digital world has changed the attitude of all actors toward digital customer relations. The study is based on theories in relationship marketing, communication, digital tools, and direct and digital marketing.  The study had a qualitative research approach with a deductive approach. The empirical findings were collected using semi-structured interviews, which were analyzed using a thematic analysis method. The result showed that all respondents work actively to maintain loyal customer relationships. Through the respondents' answers regarding different strategies, a revised conceptual model has been created that explains how different activities contribute to a successful customer relationship digitally. However, different strategies are used to achieve a positive customer experience. Overall, the results showed that traditional marketing strategies and digital tools are crucial for successful digital customer relationships. Different industries have different perceptions of digital customer relations. It is important to adapt to the new digital world in order to maintain and create loyal customer relationships.